It wasn’t entirely clear who commissioned it, but somebody who supports the proposed Wal-Mart at Northcross Mall is push-polling the neighbors of the moribund shopping center.
“Push-polling,” for those not familiar with the term, is a polling technique where the pollster presents the pollee with a statement – sometimes factual, but not necessarily – that is meant to prejudice the answers. It is a technique used when the entity commissioning the poll wants to produce a certain result, and not one used by reputable pollsters who are trying to accurately guage actual public opinion.
So after seeing some 1-800 number come up on my caller ID for the fifth (!) time today, I decided to answer and ask them to leave me the hell alone.
Someone working for Southwest Opinion Research first asked me whether I supported or opposed a Wal-Mart at Northcross. I told him “opposed.” I was then asked to listen to a series of statements – I can’t remember the text verbatim, but something to the effect that Northcross is already zoned for this type of retail, it’s a failing mall, it will continue to be economically stagnant if Wal-Mart doesn’t move in, and parking will be accommodated by a three-story parking garage, among other claims.
Now, having heard this, I was asked “Now how do you feel about Wal-Mart moving into Northcross?” Still opposed, I said.
Unfortunately, I was never asked if I had a better idea, which I do – given that Northcross is the meeting point of five different Capital Metro routes, and we’re trying to get the whole rail thing happening, maybe we could have transit-oriented mixed-used development a la what is planned for nearby Crestview Station, preferably without big-box retailers that will be traffic magnets clogging up Burnet Road and Anderson Lane.
As far as attempts to sway public opinion go, it was about as subtle as a whack across the forehead. Methinks Wal-Mart or Lincoln Property underestimates the intelligence of Austinites.
UPDATE: Wells Dunbar here. Responsible Growth for Northcross has wasted no time in responding to the calls. In the press release below, they raise the very real possibility that the phone poll may be meant to contradict the findings of their own neighborhood survey, conducted earlier this month:
RESIDENTS SURROUNDING NORTHCROSS RECEIVE MISLEADING PUSH POLL PHONE CALLS IN FAVOR OF WAL-MART SUPERCENTER
A comparison of Responsible Growth for Northcross’ recent survey with the push poll phone calls reveals intent to deceive by Wal-Mart Supercenter backers
AUSTIN, Texas, Jan. 20, 2007 – A biased survey is being conducted by proponents of the controversial Northcross Mall redevelopment plan, according to many residents of neighborhoods surrounding the mall.
On the evening of Friday, January 19, 2007, residents throughout the Allandale, Brentwood, Crestview, North Shoal Creek, and Wooten neighborhoods received phone calls from persons claiming to be conducting a survey regarding the proposed development at Northcross. The development plans by Dallas-based Lincoln Property Company include a colossal 225,085 sq. ft. Wal-Mart Supercenter at Northcross.
By most accounts, the callers phoned from ECA or Southern Opinion Research, and followed the same script. The callers asked if the persons they phoned would answer whether they were “opposed, neutral, or in favor of a Wal-Mart at Northcross,” after reading scripts containing statements like:
▪ Northcross is already zoned for Wal-Mart.
▪ Northcross Mall is empty.
▪ The development would be good for our area.
▪ It would be bad for our area if the Wal-Mart doesn’t go in.
▪ The mall is currently zoned for commercial use.
▪ No zoning changes are needed.
▪ Northcross is stagnant and Wal-Mart will revitalize the mall.
▪ Wal-Mart had met all its legal requirements to go ahead with the development.
This action by proponents of the Lincoln Property Company development comes only days after RG4N conducted a multi-neighborhood survey to gauge public opinion about the development.
The purpose of the phone calls made to residents on Friday evening seems to match the definition of a push poll: an ostensible opinion poll in which the true objective is to sway voters using loaded or manipulative questions.
“Based on the accounts reported to us, it is clear the intent was to push people – in some cases even picking arguments with them – to say they support a Wal-Mart at Northcross. It appears that Lincoln Property Company is still thumbing its nose at this community despite a promise back in December to partner with us,” says Hope Morrison, vice president of RG4N.
RG4N’s survey was conducted on Saturday, Jan. 13 and Sunday, Jan. 14. It comprised four demographic questions and eight opinion gathering questions. In addition to asking about various concerns regarding the proposed redevelopment, the survey asked respondents to identify what they would most like to do at Northcross. It also plainly asked, “Do you support or oppose building a Wal-Mart Supercenter at Northcross?”
RG4N conducted its survey to assess the needs and concerns of area residents and property owners related to the proposed redevelopment of Northcross Mall by Dallas-based Lincoln Property Company. RG4N is busy tabulating the survey results, and will use them to develop a compelling and desirable community vision for Northcross Mall. Survey analysis should be complete next week and will be presented publicly on Wednesday, Jan. 31 at 7 pm at St. Louis Church on Burnet Road.
This article appears in January 19 • 2007.